Meta’s Muse surpassed 10 million U.S. downloads within 40 days of its Sept. 8 launch, a threshold reached by only 11 other apps, Sensor Tower figures reported by TechCrunch show.
Meta devoted an estimated 39% of its advertising spending to Muse so far in October, up from 23% in September, Sensor Tower said. By advertising impressions, Muse rose from 73rd among U.S. brands in September to 21st in October. Those measures show the scale of Meta’s promotion, though the spending shares do not establish a dollar amount.
Sensor Tower’s later estimate put Muse at 10.2 million U.S. downloads and 10.9 million worldwide. Meta’s Threads was the most recent app to pass 10 million U.S. downloads within 40 days, doing so in July 2023. Most of the other apps to reach that mark were games.
Downloads measure installations, not continued use. Sensor Tower estimated that 30% of U.S. Muse users returned seven days after installation, compared with a 19% average for ChatGPT, Claude and Grok. Muse’s 14-day retention was 23%, against a 16% average for those three apps.
Sensor Tower put Muse’s daily active audience at 2.5 million on Oct. 16, up 15% from the week before.
Meta introduced Muse as an AI agent. Its ability to act under a user’s standing permission drew scrutiny in a Facebook Marketplace exchange involving a Toronto seller. Matt Robb said Muse arranged a keyboard pickup after he allowed it to answer Marketplace messages without a fresh prompt each time. Robb said he expected another confirmation before a buyer came to his building. David Singleton, an executive at Meta Superintelligence Labs, said Meta’s review found no breach of privacy controls.
